The NFL has always been known as a behemoth business for both the USA and the World, but its effect on Global Media Buys for Television are even better analyzed when actual viewership vs. guaranteed viewership don’t align during a given season.

The 2016 NFL Football Season is a prime example of this story, as the viewership across most of the season stood with sharp declines, all of which will result in media spots during Prime Time viewership will be gifted to brand advertisers to make up for the “Guaranteed Viewers” they should have received during each NFL game.

What results, less media spots for other brands and media buys, and an overall increase in price for the highly coveted media buys during Prime Time.  Its amazing to think that the good old NFL can have such a drastic impact on TV Media in this manner. Checkout the below articles to read more into this dynamic:

http://adage.com/article/media/nfl/305791/

https://www.bloomberg.com/news/articles/2016-11-03/nfl-was-a-sure-thing-for-tv-networks-until-now